Metro Bank, the first high street bank to open in the UK in over 100 years, partnered with Mediaworks to improve its online presence as a key driver for revenue growth. Metro Bank is committed to providing customers with unparalleled levels of service and convenience across its consumer and business accounts, loans, and insurance.
Increase in conversions
Increase in conversion rate
Reduction in cost per acquisition
Increase in conversions
Metro Bank partnered with Mediaworks to deliver an effective and successful digital performance strategy to further improve the brand’s online presence and drive new customer acquisition. Mediaworks remodelled Metro Bank’s customer attribution campaigns to add personalisation across its services, fuel new online enquiries, increase in-store footfall, and create an intuitive online-offline journey.
Mediaworks created a full-funnel multilevel strategy, focusing on high-value customer acquisition, to maximise the return on investment for each customer who joined the bank. Restructuring Metro Bank’s Google account and developing the programmatic strategy ensured current customers are not causing unnecessary expenditure on ad spend. Mediaworks can then utilise the most appropriate value-based bidding strategies.
Mediaworks adapted the campaigns to harness some of Google’s latest beta and updates including roll out of responsive search ad, image ad extensions, and pure broad match keywords. After restructuring the Metro Bank account, we identified new ‘high-value opportunities’ categories. This allowed Mediaworks to expand the campaigns in place, appeal to new audiences, and create new opportunities as part of the restructure.
By mapping out a clear customer attribution model and combining keyword research with paid strategies, Mediaworks increased new customer conversions for Metro Bank by 392%, increased campaign conversion rate by 341%, whilst also decreasing cost per acquisition by 60%. Mediaworks implementation surpassed the bank’s growth targets and contributed to its digital transformation journey. Metro Bank has since won the most trusted financial provider award, reflecting its goal of making a difference and aiming to deliver a different type of banking for Britain.
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